Podcasting has been growing in popularity around the world, especially in the US, where it is estimated that 41% of the population listens to podcasts monthly, according to Edison Research.
Podcasting is starting to trend upward in Ghana. The podcast space is not as big as its counterparts in the US but there are major opportunities for growth. But there are some roadblocks that could slow down this growth if they aren’t taken care of.
In this guide, we explore what the podcast landscape looks like, the current players in the space, and what the future looks like for brands, businesses, and prospective podcasters in Ghana.
Growth of Podcasting in Ghana
Podcasting in Ghana is still relatively new in Ghana but it’s been slowly growing.
The podcast show, Accra We Dey, was one of the earliest podcast shows in Ghana which utilized the Soundcloud platform for distribution in 2015. The show was about lifestyle and featured conversations with guests in the Ghanaian space in art, music, and business. The show eventually hosted other podcast shows and evolved into one of Ghana’s first podcast networks.
Since then, more podcasts have emerged in Ghana, covering a variety of topics and genres, such as politics, culture, business, sports, health, and lifestyle.
Currently, there are about 100 podcasts that have been launched in Ghana. Some of the most popular podcasts in Ghana include Sincerely Accra, After The Whistle, Whats Your Flavor, PodTakes, Accra Stay By Plan, and more.
Other podcast networks like the Gold Coast Report have emerged with their own slots of podcast shows.
The growth of podcasts in Ghana can be attributed to the availability of smartphones and affordable data plans, especially among millennials and GenZers. There has been a growing demand for local and relevant content amongst the Ghanaian audience, especially the youth.
Most tend to consume podcasts on their smartphones through podcast platforms like Apple, Google, Spotify, Soundcloud, and Anchor.
Podcast Platform Of Choice
So which platforms are podcast listeners in Ghana using to consume Ghanaian podcasts?
According to a report by Buzzsprout, Apple Podcasts holds the number one spot with 38.6% of all podcast listeners and 44,194,930 podcast downloads as of December 2022. Spotify currently holds the number two spot with 26.7% of podcast users and 30,549,230 downloads.
Current Challenges Of Podcasting In Ghana
One of the main challenges that podcasts face in Ghana is the lack of reliable and affordable internet access. According to the World Bank, only about 48% of the population had access to the internet in 2019, and the average cost of 1GB of mobile data was about 4.5% of the average monthly income.
Aside from some of the major platforms like Apple and Spotify which give data insights for users, there are very few tools and platforms that provide reliable and comprehensive data and insights on podcasting in Ghana, such as downloads, listens, demographics, and feedback.
This means that many Ghanaians cannot afford to download or stream podcasts regularly or have to rely on low-quality or limited options as compared to an audio medium like radio which is much easier to access.
So what are some of the other challenges that podcasts in Ghana face?
Podcasts Are Still New And Studio Costs Can Be High
Radio is still king when it comes to audio listening in Ghana. Podcasts are growing but it’s still a new concept to many, especially the general population in Ghana.
Lack Of Monetization Options
Unlike its American counterparts, monetization options for Ghanaian podcasts are sorely lacking. In the US, there are various opportunities for brands and companies looking to advertise on podcasts. Many podcasts offer 30-second slots at the beginning, middle, and end of their podcast shows for advertisers and brands to take advantage of.
In Ghana, not many brands and companies are hip to podcasts and still prefer radio because that’s seen as more lucrative and widespread.
The lack of revenue opportunities hinders the growth of podcasts to take care of logistics including studio recording costs and marketing and as a result, early podcast shows die out prematurely.
Lack Of Data and Insights
Most information on podcasting in Ghana is estimated. Aside from some of the major platforms like Apple and Spotify which give data insights for users, there are very few tools and platforms that provide reliable and comprehensive data and insights on podcasting in Ghana, such as downloads, listens, demographics, and feedback.
Lack of Guidelines and Regulation In Podcasting
Because podcasting is still relatively new, there are few guidelines and standards that regulate and protect podcasting in Ghana, such as intellectual property, privacy, and defamation. Lack of the aforementioned may pose risks and challenges for podcasters, especially in terms of content, ownership, and liability.
Opportunities For Growth
Even with all the challenges faced by podcasters in Ghana, there are various opportunities and potential for growth.
Last year, Spotify launched its $100,000 creator fund for podcasters in Africa, and a Ghanaian podcast, Sincerely Accra was a recipient of that fund.
It’s been rumored that Spotify might be looking to create more avenues to help podcasters grow in 2023.
For up-and-coming podcasters, there are tools that can be used to easily offset studio recording costs.
Podcasting has a long way to go but there are opportunities for growth if the current environment was more favorable. But if platforms like Spotify continue to invest in local podcasts, it could cause a ripple effect where other large audio platforms might want to jump on the bandwagon.
Anchor is a free podcast hosting and creation platform, that allows anyone to record, edit, and publish podcasts using their smartphone or computer. The platform can also easily distribute recorded shows to major podcast platforms like Spotify, Apple Podcasts, and Google Podcasts.
Anchor also provides analytics, monetization (not available in Africa yet), and audience engagement features.
Another opportunity for growth is “Live podcast shows” where podcasters conduct their shows in front of a live audience. So far, Gold Coast Report network has had a couple of live shows in the past.
So What Does Podcasting Look Like In 2023
With more coverage and spotlight being shown on Ghanaian and African podcasts, more brands and companies could look at podcasts as an avenue to advertise their services and products to a niche but loyal audience.
But the question is whether the current roadblocks will keep hindering the growth of podcasts in Ghana. Most podcast shows in Ghana sometimes aren’t as structured especially when it comes to a reliable release schedule. Podcasts that start with lots of fanfare eventually flame out due to structural problems including monetization and studio costs.
The AccraWeDey podcast which started in 2015 currently is inactive and seemingly not coming back. Gold Coast Report network currently has had about 20 podcasts listed but only has 10 *active shows at the time of writing (*Active meaning the show has produced a new episode in the last six months)
Podcasting has a long way to go but there are opportunities for growth if the current environment was more favorable. But if platforms like Spotify continue to invest in local podcasts, it could cause a ripple effect where other large audio platforms might want to jump on the bandwagon.
